Double Your Money in Antiques by George Grotz

By George Grotz

Well known antiques specialist George Grotz unearths find out how to make genuine cash within the antiques trade--must studying for each collector, auction-goer, and flea-market enthusiast.

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Extra info for Double Your Money in Antiques

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An excellent example would be the THE UNIVERSAL NEEDS MAP 23 retailer Boots, which has adopted the word ‘well-being’ in their website address and other communications. Love We all need love, in big ways and in small ways. This need is all about social contact, whether one to one or one to many. Any brand involved in bringing people together is tapping this need. You will immediately think of telecommunications companies, brand names such as One 2 One (now absorbed into T-Mobile) and slogans such as BT’s ‘It’s good to talk’.

The eight needs from this system may each be subdivided to create a total of 16. By this stage you are getting down to details, rather than fundamental needs. When this level is applied to brand personality, we find a close fit with the model produced by Jennifer Aaker, reported in David Aaker’s book Building Strong Brands. Their system comprises five main themes, with subdivisions into 15 more specific traits. They are: . Sincerity (down-to-earth, honest, wholesome, cheerful) which sits lower right on the map, around stability–closeness–love.

The creative artist manages to combine the ends of the horizontal axis, by being receptive to impressions and at the same time passionate in expression. On the vertical axis a scientific brand is highly progressive through inventions, but at the same time able to make these very practical and reliable. These four poles are better interpreted as very broad themes, rather than specific needs. And so, you commonly find the intermediate points added in, to create a system of eight needs. 1 A two-dimensional needs map DIFFERENT DIMENSIONS 29 at the ends of two axes: one top-left to bottom-right, and the other topright to bottom-left.

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